论商业广告的法律性质

On the Legal Nature of Commercial Advertising

《合同法》第十五条规定了商业广告的法律性质——一般情况下为要约邀请,符合要约条件的视为要约。此一规定对商业广告性质的认定有所偏颇:一是背离了生活中实际的交易流程,二是对于区分要约和要约邀请之标准不够明晰。本文通过分析对比要约和要约邀请的概念和实践中的交易流程,指出现行法律对商业广告的性质认定不完全正确的地方,即现实中绝大部分商业广告不是要约邀请或者要约,而是"对要约邀请的邀请"。另外,指出认定商业广告性质的方法,并对商业广告的几种特殊情形进行分析。

Article 15 of the Contract Law stipulates the legal nature of a commercial advertisement--an invitation to offer in general and an offer if it meets the terms of the offer. This regulation is biased in the identification of the nature of commercial advertising: first, it deviates from the actual transaction process in real life, and second, it is not clear enough to distinguish between an offer and an invitation to offer. Through the contrast of the concept of an offer and an invitation to offer, and an analysis of the transaction process, this article points out that the nature of commercial advertising in the current law is not perfect, because in reality most of the commercial advertisements are not an invitation to offer or an offer, but "an invitation to an invitation to offer ". In addition, it points out the methods to identify the nature of commercial advertising, and analyzes several special cases of commercial advertising.